Procter & Gamble said to sell off beauty brands

By

Sarah Ahssen

Published
Apr 10, 2015

The reorganization of Procter & Gamble’s (P&G) brand portfolio is taking shape. According to Bloomberg, the American beauty-care product company is selling off its beauty brands. P&G apparently has sent out sales documents for its fragrances, hair care (including Wella) and makeup assets, to potential buyers including Coty, Revlon, Unilever or Kao. A total of 19 billion dollars worth of assets could be sold.

The report confirms another by Reuters in December, which indicated that Procter & Gamble was working with Goldman Sachs in order to sell Wella. P&G, meanwhile, sold its perfume brand Rochas a month ago to French company Interparfums. Alongside the sales, the American company is also exploring the IPO of some of its brands. 

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Both the completed and future sales are part of a strategic plan designed to allow P&G to return to growth. Six months ago, A.G. Lafley, the CEO of Procter & Gamble, explained his intention to focus on "70-80 best-selling brands" and to "sell or exit the remaining 90 to 100 brands."